Case Study: Cape Town Tourism | Facebook Holiday



In this campaign by Ogilvy for Cape Town Tourism, Facebook users could send their profiles on holiday to the Mother City. In doing so they were taken on a virtual tour of the best of Cape Town and winners were chosen to go on an all-inclusive trip to city for real.


This is what the agency had to say:


Our client, Cape Town Tourism, briefed us to come up with an online campaign that also promotes the unexpected side of Cape Town. All the small communities, never-heard of places and unearthed gems that can’t be found on Trip Advisor, Lonely Planet, Expedia, or even Google.


So we thought, we can’t send everyone to Cape Town, so let’s send their Facebook profiles instead. Facebook profiles from around the world received a virtual, tailor-made Cape Town holiday that exposed them to all the unexpected places, and finally, a few lucky winners got to experience their Facebook profile’s holiday for themselves.


Here they share the results of the campaign.




Ogilvy & Mather Cape Town:
Executive Creative Director – Chris Gotz
Creative Director – Jacques Massardo, Tommy Le Roux, Nicholas Wittenberg, Gareth McPherson
Copywriter – Dean Paradise
Art Director – Matthew Pullen, Emma Butlin
Creative – Kate Desmarais
Senior Digital Designer – Fred Cilliers
Motion Designer – Andrew Pullen
Head of Digital – Adrian Varkel
Digital Producer – Kurt Paulse
Business Director – Shelley Broad
Account Manager – Lisa Clarke


Flow Communications South Africa:
Programming Studio manager – Richard Frank
Senior Web developer – Josef Van Niekerk , Stephen Frank
Cape Town Manager – Roy Barford
Project Manager – Leanne Pohlmann


R.E.C. (Record. Edit. Create.):
Executive Producer – Mike Wood
Producer – Kamilla Nurock
Editor – Dave Jackson, Kaif Ahmed


Cape Town Tourism:
Executive Marketing Manager – Velma Botha
eMarketing manager – Kaanita Coleman
eMarketing Content Writer – Claudia Smargiasso
PR & Communication Manager – Skye Grove



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